An Area Sales Manager is a professional who plays a crucial role in driving sales growth and achieving revenue targets within a designated geographical area. They are responsible for managing a team of sales representatives, developing sales strategies, building relationships with key clients, and ensuring the overall success of the sales operations in their assigned area. In this blog post, we will explore the main responsibilities and the most in-demand hard and soft skills for Area Sales Managers.

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Main Responsibilities of an Area Sales Manager

The following list describes the typical responsibilities of an Area Sales Manager :

Achieve

• Achieve incremental sales growth by gaining commitment from your team.

• Achieve quarterly sales targets.

• Achieve quota for the assigned territory.

• Achieve sales targets and increase market share for assigned territory.

• Achieve S&D Targets as per plan (DBs, AFCs, Outlets, Eco and Relative Distribution Targets).

• Achieve superior results while working with minimal direction and exceptional support.

Acquire

Acquire new accounts based on internal and external leads.

Administer

Administer and / or establish company policies that directly affect employees.

Analyze

• Analyze and manage the growth of the business in your assigned territory.

• Analyze impact of market trends and factors on customers.

• Analyze sales reports and develop plan of action.

Anticipate

Anticipate obstacles and develop alternative strategies.

Assist in

• Assist General Manager and Sales Manager with annual reviews as required.

• Assist General Manager and Sales Manager with budget and annual reviews as required.

• Assist in handling supplier relationships as required.

• Assist in the development of effective customer merchandising tools and programming.

• Assist the Office Staff and Management when requested.

• Assist where necessary with promotions in accounts.

Attend

• Attend and contribute to team meetings, trade days, blitz, crew drives etc..

• Attend company sales meetings as required.

• Attend conferences and exhibitions, meeting with customers and agents.

Attract

Attract, align, motivate and retain a team of mortgage professionals.

Build

• Build and foster customer relationships.

• Build and maintain strong relationships with key clients and stakeholders.

• Build a strong pipeline of appointments for branch and ecosystem partners.

• Build high level clinical support at each hospital.

• Build relationships with internal and external stakeholders to help drive leads.

• Build relationships with key Customer District Managers.

• Build strong relationships with key decision makers on various customer functions and levels.

• Build support from surgeons and administration for the Situate System.

Calculate

Calculate commercials for onsite promotions to ensure GP targets are met.

Call

Call on potential users and develop user sales / conversations with distribution.

Close

• Close business for all accounts.

• Close – negotiate contractual and financial terms.

Coach

Coach and motivate the sales force to understand team synergy.

Collaborate with

• Collaborate with marketing teams to develop promotional campaigns and initiatives.

• Collaborate with the dealership and COAF to pro-actively problem solve current or future challenges.

Collect

• Collect and organize account information.

• Collect feedback from the market on our category, competitors, and trends in the marketplace.

• Collect & share best practices of business growth among the responsible boutiques & POS.

Communicate

• Communicate all pricing changes and manage all communication between each chain and KAM.

• Communicate and inspire a vision for your team's successful performance.

• Communicate and monitors all opportunities in a timely fashion and with a sense of urgency.

• Communicate successes, opportunities, and challenges with Director of Sales.

Compares

Compares our programs to the competitors' programs and highlights our advantages.

Complete

• Complete regular & frequent reporting in prescribed formats to HO.

• Complete work in timely manner and strives to increase productivity.

Conduct

• Conduct business within budget guidelines for expenses.

• Conduct customer research to identify specific customer challenges and needs.

• Conduct herself / himself with the highest moral and ethical standards.

• Conduct market research and competitor analysis to identify market trends and opportunities.

• Conduct regular performance evaluations and provide feedback to the sales team.

• Conduct robust and specific annual reviews.

• Conduct sampling and activation events with local influencers.

Create

Create sales plans to increase opportunities in the pipeline.

Define

Define markets, market potentials and appropriate sales strategies for the Sales Area.

Deliver

Deliver our Signature Customer Experience to each customer each day.

Demonstrable

Demonstrable success in advising on / selling technical products.

Determine

Determine strategic planning related to new product lines.

Develop

• Develop a higher quality staff.

• Develop and drive collective / strategic bid strategies to the benefit of all teams.

• Develop and execute area strategy.

• Develop and execute a strategy to achieve revenue goals, as directed by management.

• Develop and execute organized, efficient loading and unloading system.

• Develop and implement strategic sales plans to achieve sales targets.

• Develop and increase both customer base and display product spread across the territory.

• Develop and manage efficient distribution networks for sales.

• Develop and test new sales strategies and tactics, replicating those that are most successful.

• Develop competencies to meet present and future sales objectives for a remote-based sales force.

• Develop efficient process of stock and inventory management.

• Develop in-store marketing programs that enhance the image and sales of locations.

• Develop new business opportunities with Enterprise Clients.

• Develop products and services focused on productivity, energy efficiency, safety and ergonomics.

• Develop, promote and retain your associates.

• Develop strategic account plans for closing deals and achieving sales goals.

• Develop strong relationships with key decision makers at multiple levels.

• Develop technical understanding of sanitary-ware functional parts.

• Develop territory strategy.

• Develop your career on the international stage.

Document

Document and report activities and opportunities with existing and potential customers.

Drive

• Drive new account, gift card and email capture programs to increase repeat business.

• Drive NPI in line with CM plan across TT, PT and SS network.

• Drive safety initiatives in the department and throughout store.

• Drive sales to meet or exceed targets.

Educate

Educate and train the TT and PT distributors on ANI systems & processes.

Enhance

Enhance sales effectiveness by communicating products and programs with retailer sales teams.

Ensure

• Ensure all product is stocked in FIFO order.

• Ensure all store POGs and layouts are set to rate-of-sale, maximizing POS opportunities.

• Ensure compliance with company policies, procedures, and ethical standards.

• Ensure control on Damage, Returns and Expiry in line with norms.

• Ensure coordination / process / logistic for after-sales service within the zone.

• Ensure full scope implementation of sales & distribution routines.

• Ensure market share growth in assigned channel of trade.

• Ensure off premise staff is hire, trained and fulfilling their responsibilities.

• Ensure optimal stocking levels and high billing efficiency for all distributors.

• Ensure proper follow-up on new leads and account requests for events and other activities.

• Ensure proper merchandising of accounts with permanent and paper POS.

• Ensure that the claims of the distributor are settled by ANI within specified time limits.

• Ensure the execution of display / cooler reset programs as necessary.

• Ensure the respect of uniforms and grooming guidelines at POS at all times.

• Ensure the success of the sales team by monitoring and reviewing staff performance.

Establish

Establish an effective sales call cycle for key customers, partners, and contacts.

Evaluate

Evaluate, monitor, and resolve store and customer service related issues on a timely basis.

Exceed

Exceed targets set out in bonus scheme for allocated areas.

Execute

• Execute approved sales strategies and goals assigned by management.

• Execute daily, weekly, monthly, and annual goals.

• Execute hands on partner training (category skills and competencies).

Focus on

Focus on reduced sales expenses.

Follow-up

• Follow-up client's payments targets and credit limits compliance.

• Follow-up on clients payments and credit limits compliance.

Forecast

• Forecast accurately annual, quarterly and monthly revenue streams.

• Forecast sales volumes and set performance targets for the sales team.

Formulate

• Formulate, communicate, implement, and evaluate strategic and tactical sales plans.

• Formulate & execute the secondary sales plan - Area wise , TSE wise, Brand wise , SKU wise.

Generate

• Generate new LIMS software business by effectively managing leads and opportunities.

• Generate suggestions for improving work and develop innovative approaches and ideas.

Grow

• Grow and maintain an effective sales pipeline utilizing SalesForce.com.

• Grow the business, meet / exceed all sales goals with current and future accounts.

Handle

• Handle customer inquiries regarding delivery, product information and other inquiries as they arise.

• Handle service challenges.

Help

• Help identify new markets and services.

• Help us deliver solutions that ensure Life Is On everywhere.

Hit

Hit all sales related goals (Sales, GP dollar, GP percent, Lab, Flu, etc.).

Identify

• Identify and assist with escalated concerns from Retailers.

• Identify and evaluate event opportunities to represent the brand.

• Identify and prioritise key market areas.

• Identify, build and develop relationships and referrals.

• Identify decision makers – in depth discussions on business issues.

• Identify new business opportunities and develop strategies to expand the customer base.

Implement

• Implement strategic plans with execution activities to the tactical level.

• Implement various product launch plans as specified by Marketing Manager.

Improve

• Improve financial services performance in each location and by associate.

• Improve sales consistency and performance across the region on all related sales and KPI programs.

Influence

Influence and inspire those around him / her!.

Input

Input data into the SFDC CRM system to feed the sales forecast.

Inspire

Inspire, educate and motivate Business / Account Managers, Consultants and Specialists.

Insure

Insure quality merchandising within all chains.

Lead

• Lead and motivate a team of sales representatives to meet and exceed performance goals.

• Lead daily execution with distributor / internal team and support change management.

• Lead on-site inspections by customers, performs outside sale calls to develop leads.

Maintain

• Maintain continuous awareness of OneOcean products and services.

• Maintain full understanding of new developments with current and future technologies.

• Maintain high level of service at counters.

• Maintain regular contact with customers and represent Dorman at customer events.

• Maintain timely communication with account managers, management and in-house personnel.

• Maintain vehicle cleanliness at all times.

Make

• Make connections with PNC ecosystem partners.

• Make presentations to both customers and internal departments.

Manage

• Manage and update Salesforce daily.

• Manage customer relationships, maintain or develop knowledge about our customers.

• Manage day-to-day operations.

• Manage expenses frugally to drive profitability.

• Manage key Dealer relationships.

• Manage, monitor and control finances versus budget.

• Manage multiple priorities and resources related to individual and group efforts.

• Manage multiple priorities effectively.

• Manage the complex sales process of Situate.

• Manage the customer relationship throughout the sale, selections and building process.

• Manage the day-to-day operations in the sales centre.

• Manage the net / retail relationship (and thus stock in trade) by door.

Measure

• Measure and drive team performance, engage distributors to grow and retain top talents.

• Measure performance of promotional and new product activity with key end users.

Monitor

• Monitor and analyze sales data to identify areas for improvement and implement corrective actions.

• Monitor competitor activity and ensure timely reporting of the same.

• Monitor customer and Roche's performance versus specified targets, actions and periods.

• Monitor sales activities, track progress, and provide regular reports to the senior management.

• Monitor store payroll rate and expense.

• Monitor stores to ensure share of shelf, identify and correct voids.

Motivate

Motivate team to perform at a higher level by setting goals and follow up.

Oversee

• Oversee all documentation and paperwork load flow related to business.

• Oversee and develop strong working relationships with our supplier partners.

• Oversee the Sales efforts for their assigned hotels.

• Oversee the selling and service processes.

Participate in

• Participate and support in training for new company programs, procedures, and technologies.

• Participate in industry events, conferences, and trade shows to network and promote the company's products or services.

Perform

Perform guerilla sampling, building brand awareness.

Plan

Plan and execute sales activities in conjunction with the Head of Sales EMEA.

Prepare

Prepare and assist with various sales reports.

Promote

• Promote our company and motivate local agents work with our company.

• Promote products in order to achieve assigned rental and sales revenue goals.

Prompt

Prompt completion of administrative and team tasks, such as conference calls and expense reports.

Provide

• Provide administrative support to the Regional Sales Office through timely and accurate reporting.

• Provide and maintain data to support the Marketing Databases.

• Provide feedback to the NPD team on new product opportunities.

• Provide guidance and support to the sales team in resolving customer issues or concerns.

• Provide initial and ongoing training to dealership staff on how to effectively use SCI solutions.

• Provide on the job coaching focus in working with their sales team in the HCP Segment.

• Provide retailer training support in areas such as document completion and procedures.

• Provide route coverage where necessary.

• Provide sales focus for the organization.

Recommend

Recommend and implement actions to maximize sales, increase margins and expand market share.

Recruit

Recruit, organize, train and manage staff.

Report

Report, analyze, and act on team performance metrics.

Represent

• Represent our brand in an ethical, professional and passionate manner at all times.

• Represent the company externally by attending networking events, conferences and exhibitions.

Resolve

Resolve contractual issues and coordinate system installation upon purchase approval.

Respond to

• Respond promptly to customer needs and solicit customer feedback to improve service.

• Respond to customer issues and concerns in a timely manner.

• Respond to RFIs and RPFs in a professional and timely manner.

Review

• Review and compare Brookfield Housing product on an on-going basis.

• Review customer credit status and shipments to ensure compliance with all SLA regulations.

• Review on a monthly basis with each Counter / Boutique Manager on their KPIs.

Schedule

Schedule personnel to cover promotional activities, vacations and other needs as required.

Sell

Sell our program advantages.

Set-up

Set-up sales targets and ensure objectives achievement in specialists and boutiques.

Solve

Solve complex operational topics (supply chain, logistic, delivery).

Stay abreast of

• Stay abreast of trends in the market place.

• Stay updated with industry trends, market changes, and competitor activities.

Store

Store performance and achievement of all company objectives.

Submit

Submit expenses on a weekly basis.

Support

• Support & Provide feedback on marketing plans for the area.

• Support sales professionals by sharing extensive product and industry knowledge.

• Support the selling and service processes.

• Support the team for meetings, trade days, blitz, crew drives, festivals, events, etc..

Train

• Train and develop the sales team on product knowledge, selling techniques, and customer service.

• Train and inspire all sales reps when needed.

Turn

Turn in all requested notes and reports on time.

Uncover

Uncover and respond to customer needs.

Update

Update your partners with information on new products and secure related orders.

Utilize

• Utilize available sales analysis tools to assist in territory planning.

• Utilize sales support resources (technology, people, materials).

Visit

• Visit customer facilities to resolve difficult engineering issues.

• Visit the stores in their Region on a regular and constant cycle.

Work with

• Work closely with Business consultant to deliver excellent product presentations.

• Work closely with Client Success Managers to grow business from your portfolio of merchants.

• Work closely with the Ethical teams (RM & ABM in the area).

• Work out of your car as you travel daily to meet prospects and customers in person.

• Work with brewery reps to develop custom sales program for chain.

• Work with the marketing department to understand and communicate marketing messages to the field.

Most In-demand Hard Skills

The following list describes the most required technical skills of an Area Sales Manager :

1. Sales and negotiation skills.

2. Knowledge of sales techniques and strategies.

3. Proficiency in CRM software and sales analytics tools.

4. Understanding of market dynamics and customer behavior.

5. Financial acumen for budgeting and forecasting.

6. Proficiency in using sales automation tools and technologies.

7. Product knowledge and understanding of the industry.

8. Data analysis and reporting skills.

9. Proficiency in Microsoft Office Suite (Word, Excel, PowerPoint).

10. Understanding of sales forecasting and pipeline management.

Most In-demand Soft Skills

The following list describes the most required soft skills of an Area Sales Manager :

1. Excellent leadership and team management abilities.

2. Strong communication and interpersonal skills.

3. Relationship building and networking skills.

4. Customer-focused mindset and ability to understand customer needs.

5. Problem-solving and decision-making skills.

6. Adaptability and flexibility to navigate changing market conditions.

7. Time management and organizational skills.

8. Emotional intelligence and empathy.

9. Conflict resolution and negotiation skills.

10. Motivational and coaching abilities.

Conclusion

The role of an Area Sales Manager is multifaceted, requiring a combination of technical expertise and soft skills to effectively lead a sales team and drive business growth. By understanding the primary responsibilities and the most in-demand hard and soft skills for Area Sales Managers, professionals in this field can enhance their capabilities, adapt to evolving market trends, and achieve success in their sales endeavors.